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In an industry increasingly focused on metrics and paying for new players, CSR Racing stands out from the crowd. NaturalMotion and Boss Alien's mobile distillation of the racing genre caused shockwaves on the App Store when it was released in June, 2012, generating more than $12 million in a single month alone and remaining a permanent fixture in the Top Grossing charts ever since. In the space of just 9 months, CSR Racing has grown a dedicated and engaged fanbase that have taken their customized rides into over 7 billion races. Yet whereas other games have had to rely on purchasing players through increasingly expensive user acquisition campaigns, CSR's success has been fuelled by word of mouth and virality.